How to List an Aesthetic Clinic on Google Maps: Step-by-Step Guide

You may have an excellent aesthetic clinic, but are people actually finding you online? In the UK, many patients start their search for treatments on Google Maps, often before they ever click through to a website. If your clinic is not visible there, you are missing out on a key part of local SEO for clinics.

This guide walks you through how to list an aesthetic clinic on Google Maps, step by step, using your Google Business Profile (GBP). The focus is on clear, practical actions that help you attract more clients ethically, stay aligned with UK regulations and build long-term authority for your clinic rather than hard selling.

Key Takeaways

• Get the basics right first. Make sure your clinic’s name, address, phone number and website (NAP) are correct and consistent on your Google Business Profile. This is the foundation of effective local SEO for clinics.

• Choose accurate categories. Select a primary category that best reflects what your clinic does, then add relevant secondary categories so Google understands your core services.

• Use high-quality photos. Upload clear, professional images of your clinic interior, exterior and team to make a strong first impression and communicate professionalism.

• Encourage and respond to reviews. Ask happy patients to leave Google reviews and respond to all feedback in a professional, caring way to build trust and credibility.

• Keep your profile updated. Regularly review and update your opening hours, services, and content so your listing remains accurate and supports your wider aesthetic clinic marketing.

Establishing Your Clinic’s Digital Presence on Google Maps

In today’s world, people routinely search online for local aesthetic treatments, and your clinic is no exception. When someone searches for phrases like “aesthetic clinic near me” or “skin clinic in [your city]”, Google often shows a map-based result before regular website listings.

Being present and well-optimised on Google Maps means your clinic can:

• Appear when local patients actively look for the services you provide

• Present a professional, trustworthy “digital front door” for your business

• Support your broader aesthetic clinic marketing and visibility strategy

It is not just about having a listing; it is about creating a strong, accurate and reassuring presence that makes it easy for patients to choose you with confidence.

Claiming Your Google Business Profile

Think of your Google Business Profile (GBP) as your clinic’s online shop window. It is often the first thing potential clients see on Google Search and Maps.

To get started:

1. Search for your clinic on Google Maps.

   • If a listing already exists, you will need to claim it.

   • If not, you can create a new Google Business Profile from scratch.

2. Sign in with a business Google account.

   • Use an email that your team can access if needed (for example, a shared business address, not a personal one).

3. Confirm you are the owner or manager.

   • Follow the on-screen steps to request access if the profile already exists.

Once you have claimed or created the profile, you will be asked to verify your ownership, which unlocks full control over the information displayed.

Verifying Your Clinic’s Location

Verification is a crucial step because it confirms to Google that your clinic is a genuine, physical business. Without verification, your profile may have limited visibility or features.

Depending on your clinic and location, Google may ask you to verify via:

• Video verification (increasingly common)

• Postcard sent to your clinic address

• Phone call or text message

• Email to your business email address

Whichever method is offered, make sure you use your official clinic name and full address and that these details match your website and other online listings. This consistency helps Google trust your profile and improves your chances of showing up for relevant local searches.

Optimising Your Business Information

Once your clinic is verified, it is time to complete every relevant field in your Google Business Profile. This is where you tell Google — and your potential patients — exactly who you are and what you do.

Focus on:

• Business Name:
  Use your exact, registered clinic name. Avoid adding extra keywords here (e.g. “Best Aesthetic Clinic in London”) as this can breach Google’s guidelines.

• Address:
  Ensure your clinic’s address is accurate and formatted consistently with your website and other directories.

• Phone Number:
  Use a local landline or central booking number that is reliably answered during opening hours.

• Website:
  Link directly to your official clinic website, ideally to a page that explains your services clearly.

• Opening Hours:
  Set accurate hours and update them for bank holidays, seasonal hours or occasional closures.

• Services and treatments:
  Add the main services you provide with short explanations. This helps both patients and Google understand your clinic’s focus.

The more detailed, accurate and consistent your information is, the easier it is for Google to show your clinic to people searching for the treatments you offer and for your local SEO for clinics to perform well.

Crafting a Compelling Google Business Profile

Once you have claimed and verified your profile, the next step is to make it work hard for your clinic. Your Google Business Profile should be:

• Welcoming and professional

• Clear and informative

• Aligned with UK advertising rules, particularly around prescription-only medicines

A well-built profile can increase patient confidence before they ever pick up the phone or visit your website, and it is a central part of aesthetic clinic marketing in the UK.

Selecting the Right Business Categories

Your business categories tell Google what type of clinic you are and which searches you should appear for. This is one of the most important Google Business Profile tips for local visibility.

You can choose:

• 1 primary category – the most precise description of your clinic

• Up to 9 additional categories – to reflect other services you legitimately provide

For an aesthetic clinic, possible categories may include:

• Aesthetic clinic / Skin care clinic

• Medical spa

• Dermatologist (if appropriate and medically accurate)

• Medical centre (if you provide a wider range of medical services)

Choose categories that:

• Reflect what you are best known for

• Are accurate from a regulatory and professional point of view

• Match the sort of phrases patients might use when they search

Avoid adding categories for every single treatment. Instead, use categories to describe your core services, and use the services and description fields for further detail.

Writing an Engaging Business Description

Your business description is a short but powerful opportunity to:

• Explain who you are

• Highlight what you specialise in

• Communicate your clinic’s values and approach

Aim for a description that is:

• Patient-focused – talk about the concerns you help with

• Reassuring and professional – avoid exaggerated claims

• Compliant with UK regulations – especially around prescription-only medicines

For example:

“We are a CQC-registered aesthetic clinic in [location], specialising in non-surgical facial rejuvenation, skin health and evidence-based aesthetic treatments. Our experienced practitioners take a consultation-led approach, focusing on safe, natural-looking results tailored to each patient.”

Use phrases that potential clients might search for, such as:

• “non-surgical aesthetic treatments”

• “skin rejuvenation”

• “dermal fillers”

• “laser hair removal”

However, in the UK you must not advertise prescription-only medicines (such as Botox) directly to the public. That includes your Google Business Profile as an advertising space. It is safer to refer to “anti-wrinkle treatments”, “injectable treatments” or similar, rather than naming specific POMs.

A clear, well-written description acts as a digital handshake, setting the tone for the patient’s experience before they even contact your clinic.

Showcasing Your Services and Treatments

The services section is where you can list the individual treatments your clinic provides. This helps patients quickly see if you offer what they are looking for and supports your local SEO by reinforcing relevant terms.

Consider:

• Being specific

  • Instead of just “Facials”, list services such as “chemical peels”, “medical facials” or “hydrafacial-style treatments” (without infringing trademarks).

• Highlighting key treatment areas

  • For example: skin rejuvenation, pigmentation management, acne and scarring, hair reduction, body contouring.

• Adding short, benefit-led descriptions

  • Explain in a sentence or two what each treatment addresses and what patients can generally expect.

• Indicating typical pricing (if appropriate)

  • Some clinics choose to include “from £X” pricing. In the UK, ensure that any pricing you display is transparent and not misleading, and stays within regulatory guidance for healthcare advertising.

For UK clinics, it is important not to promote prescription-only medicines (POMs) such as Botox by name as treatments, in line with MHRA and ASA/CAP guidance. Focus on treatment types and patient concerns, rather than specific branded medicines.

Enhancing Visibility with Visual Content

In aesthetics, visual impression matters. Patients make quick judgements based on how your clinic looks online, so your images need to communicate:

• Professionalism and cleanliness

• A calm, welcoming clinic environment

• The quality and care you provide

High-quality photos are not simply decoration; they are a key part of both patient trust and aesthetic clinic marketing.

Uploading High-Quality Clinic Photos

When patients browse Google Maps, they often look at photos before reading the details. To make your profile stand out:

• Exterior photos

  • Show the outside of your clinic, signage and entrance so patients recognise it when they arrive.

  • Make sure the images are clear, well lit and representative of how your clinic looks now.

• Interior photos

  • Include your reception area, waiting room, and treatment rooms.

  • Aim to convey a clean, calm and professional environment.

• Atmosphere and detail

  • Small touches such as artwork, comfortable seating or neatly arranged equipment help to signal a well-maintained clinic.

Avoid dark, blurry or cluttered images. Poor-quality photos can unintentionally undermine the perception of your clinic’s standards.

Featuring Your Team and Facilities

Patients are entrusting you with their face and body, so they want to feel confident about who will be treating them.

Consider adding:

• Professional headshots of your practitioners

  • Include clinicians’ names, qualifications and roles (for example, “Consultant Dermatologist”, “Aesthetic Nurse Prescriber”).

  • This supports your positioning as a professional, medically-led clinic where applicable.

• Team photos

  • Carefully composed team images can make your clinic feel more approachable and human.

• Facility and equipment images

  • If you use advanced medical devices or technology, show them in use in a professional context (without revealing patient identities).

All images must respect patient confidentiality and consent. Keep the overall look professional, calm and aligned with your brand.

Utilising Before-and-After Imagery

Before-and-after images are powerful because they demonstrate real outcomes. Used correctly, they can be a high-value part of your Google Business Profile tips toolkit.

When sharing before-and-after images:

• Get explicit written consent

  • Ensure patients have signed a clear consent form allowing their images to be used for marketing, and store this securely.

• Maintain consistency

  • Use similar lighting, angles, facial expressions and backgrounds in both images to provide a fair comparison.

• Protect anonymity where needed

  • You may choose to crop or blur identifying features if patients prefer not to be recognisable.

• Add brief context

  • Describe the type of treatment and the primary concern addressed (for example, “non-surgical treatment to soften the appearance of frown lines”).

Avoid implying guaranteed results, and keep the language balanced and factual. Your goal is to provide useful information, not to oversell.

Building Trust Through Patient Engagement

Trust is central in aesthetic medicine. Patients want to know that:

• Your clinic is ethical and safe

• You listen to and act on feedback

• You are transparent about what you offer

Your Google Business Profile is a powerful place to show this in action through reviews, responses and updates.

Encouraging and Responding to Reviews

Patient reviews act as digital word-of-mouth and can significantly influence a person’s decision when comparing clinics.

To build a steady stream of quality reviews:

• Ask at the right moment

  • After a successful treatment or when a patient expresses satisfaction, politely ask whether they would be happy to leave a Google review.

  • You can provide a short link or QR code to make the process easier.

• Make it part of your process

  • Train reception or front-of-house staff to offer review invitations as part of check-out or follow-up communications.

• Respond to every review

  • Thank patients for positive feedback and reinforce your commitment to high standards.

  • For negative reviews, respond calmly and professionally, acknowledge their concern and invite them to discuss matters privately where appropriate.

Responding consistently shows that you take patient experience seriously, and helps build credibility for both patients and Google.

Leveraging the Messaging Feature

Historically, Google offered an in-profile messaging (chat) feature within Business Profiles. As of 31 July 2024, that built-in chat and call history has been retired and is no longer available.

However, you can still make it easy for patients to contact your clinic directly from Google Search and Maps:

• Ensure your phone number is correct and monitored

  • Patients can tap to call you directly from your Google listing.

  • Make sure calls are answered consistently or that you use a professional voicemail with clear instructions.

• Link to a clear contact or booking page

  • Instead of sending people to a generic homepage, consider linking to a contact page or online booking system where they can submit enquiries securely.

• Mention other contact options in your description

  • If you use secure enquiry forms or online booking tools, you can reference them in your profile description (without promoting third-party brands).

Although the dedicated messaging feature is gone, you can still provide a smooth communication journey by aligning your Google listing with the way your clinic handles calls, emails and web enquiries.

Utilising Google Posts for Updates

Google Posts allow you to publish short updates directly on your Business Profile. These posts appear alongside your listing in Google Search and Maps and can support your aesthetic clinic marketing without being overly promotional.

You might use Google Posts to:

• Announce new services or technology

  • For example, introducing a new skin treatment or explaining how you have upgraded certain devices.

• Share clinic news

  • Highlight new team members, training achievements or CQC reports where appropriate.

• Provide educational content

  • Short, helpful posts on topics such as “how to prepare for a skin peel” or “what to expect at your first aesthetic consultation” can add real value.

Tips for effective posts:

• Keep the language informative and clear, not hyped or salesy

• Include a simple call to action, such as “Learn more on our website” or “Contact us to discuss a consultation”

• Avoid naming prescription-only medicines, in line with UK rules

Regular posts signal that your clinic is active, engaged and up to date.

Integrating Google Maps with Your Wider Marketing

Your Google Business Profile should not sit in isolation. It works best as part of a joined-up aesthetic clinic marketing strategy that includes your website, social media, email and offline branding.

Think of your Google listing as:

• The signpost that directs people to your

• Website and content, which provide deeper information

• And your clinic experience, which turns enquiries into long-term patients

When these elements are consistent, you build stronger brand recognition and trust.

Optimising Your Website for Local Search

Your clinic website is often the next place patients visit after seeing you on Google Maps. To support local SEO for clinics, it should align closely with your Google Business Profile.

Key actions include:

• Match your NAP details

  • Ensure your name, address and phone number are identical across your site, Google Business Profile and other listings.

• Create a clear contact page

  • Include your full postal address, phone number, email and a map of your location (for example, an embedded Google Map).

  • Add directions or local landmarks if your clinic is hard to find.

• Use localised keywords naturally

  • For example, “aesthetic clinic in Manchester” or “skin clinic in Birmingham city centre”, placed naturally within headings and body copy.

  • Avoid keyword stuffing; the text should always read smoothly for humans.

• Ensure your website is mobile-friendly and fast

  • Many users will visit your site on a mobile device directly from Google Maps.

When your website and GBP are aligned, they reinforce each other and make it easier for Google – and patients – to understand exactly what your clinic offers and where you are.

Building Local Citations and Directories

Beyond Google, it helps to have your clinic listed on other reputable UK directories and professional platforms. These are often referred to as “citations” and they can support your local SEO.

Focus on:

• General UK business directories

  • Well-established directories and local business listings.

• Medical and aesthetic-specific directories

  • Reputable healthcare or aesthetic platforms where clinics can be listed in a professional context.

• Local community sites

  • Chamber of commerce pages, local business networks or community guides in your area.

For every listing:

• Keep your name, address and phone number consistent

• Use professional, factual descriptions

• Avoid repeating the same text verbatim everywhere – small variations are fine, as long as the core details match

Consistency across multiple sources strengthens your clinic’s online credibility and helps search engines associate your clinic with your local area.

Creating Location-Specific Content

One of the most effective ways to build authority and visibility is to create content tailored to your local audience.

Ideas include:

• Blog posts or articles on seasonal skin concerns in your area

• Information about environmental factors (for example, pollution or sun exposure) and how they affect skin

• Guides on what to expect at a consultation at your clinic in [city/region]

This type of content:

• Helps patients feel understood and “seen”

• Provides useful education rather than sales copy

• Supports your Google Business Profile by giving you valuable pages to link to from your profile description or posts

By focusing on education and evidence-based advice, your clinic becomes a trusted local authority rather than just another option on a list.

Maintaining and Growing Your Google Maps Listing

Getting your clinic listed and verified is an important milestone, but your Google Business Profile should be treated as an ongoing asset, not a one-off setup task.

To keep your profile performing well:

• Review it regularly

• Update it whenever your clinic changes

• Use the available data to refine your aesthetic clinic marketing decisions

Regularly Updating Business Information

Google rewards listings that are accurate and up to date. Patients also expect information to be current.

Make it a habit to:

• Update opening hours

  • Especially for bank holidays, staff training days or seasonal changes.

• Review your services

  • Add new services, adjust descriptions or remove treatments you no longer offer.

• Check contact details and links

  • Ensure your phone number, website URL and any booking links still work correctly.

Even small inaccuracies can cause frustration for patients and weaken your online reputation.

Monitoring Performance with Insights

Google has gradually transitioned from the older “Insights” dashboard to a Performance metrics interface, but the principle remains the same: you can see how people are interacting with your profile.

Key metrics include:

• Searches

  • The terms people use to find your clinic (for example, “skin clinic near me” or “lip filler [city]”).

• Views

  • How often your profile is viewed on Search and Maps.

• Interactions

  • Actions such as website clicks, phone calls and direction requests.

• Bookings (if integrated)

  • The number of appointments made via supported booking partners.

Reviewing these metrics regularly helps you understand:

• Which search terms are bringing people to your profile

• Whether changes you have made (for example, new photos or updated categories) are having an impact

• Where there may be opportunities to improve or clarify your information

Use this data as part of your ongoing local SEO strategy, rather than something you glance at once and forget.

Adapting to Google’s Algorithm Updates

Google frequently updates how it ranks and displays local businesses. You cannot control these updates, but you can:

• Focus on accurate, complete information

• Encourage genuine, balanced reviews

• Use high-quality images and content

• Keep your website technically sound and user-friendly

If you notice changes in visibility or enquiries, review your Google Business Profile, website and wider aesthetic clinic marketing strategy rather than chasing quick fixes. Strong fundamentals tend to perform well over time, even as algorithms evolve.

Your Google Maps Presence

Listing your aesthetic clinic on Google Maps and building a strong Google Business Profile is a practical, sustainable way to support your clinic’s growth. When patients search locally, they are more likely to engage with clinics that:

• Appear clearly on the map

• Present a professional, trustworthy profile

• Provide enough information to make an informed decision

By keeping your details consistent, using good imagery, encouraging authentic reviews and aligning your listing with your website and offline clinic experience, you create a digital presence that is both ethical and effective.

Treat your Google Business Profile as part of your long-term aesthetic clinic marketing, not just a one-off task. Over time, it can become a reliable, informative resource for patients and a key pillar of your local SEO for clinics.